Gen Z Subscribes for One Title, Drops Others, and Skips Full-Price Games
A new study from Dentsu and IGN Entertainment finds more than half of Gen Z chase a single title by subscribing and unsubscribing from streaming services, signaling weak platform loyalty. The same cohort also shows—along with broader gaming trends—reluctance to buy full-price games (62%) and a shift away from physical media (71% music, 70% TV/movies). The Generations In Play: 2026 Audience Insights Report, based on 6,250 respondents across the US, UK and Australia, also notes Gen Z is 13% more likely to attend opening weekends. The takeaway for platforms is to focus on enduring IP and monetization through subscriptions and value-added features rather than relying on a large catalogue.
- More Than Half of Gen Z Users Cancel and Renew Streaming Services for a Single Title, Won’t Purchase Full-Price Video Games, New Study Finds Variety
- IGN Entertainment releases internal data as public report, developed by Kantar and UC Berkeley GamesIndustry.biz
- 62% of hardcore players no longer buy full-price games, survey suggests Video Games Chronicle
- More Than 50% Of Hardcore Gamers Don't Buy Full-Priced Games Anymore, Survey Finds Pure Xbox
- As The Cost Of Video Games Go Up, Survey Shows Gamers Are No Longer Willing To Pay Full Price TheGamer
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